Wanted - engineers with a different view

ATTRACTING TALENT WITH A DIFFERENCE By taking a different approach, Etteplan boosted its recruitments base by 200% in Sweden. Up against larger engineering consultancies in Sweden, Etteplan realized it had to do something that stood out. By establishing a unique branding platform and later running a clever Facebook campaign, the company boosted its talent pool

Our client. Etteplan is a progressive engineering services company with 3,000 experts who are on a mission to spark positive change in the world of engineering. The company is based in Finland, with 55 offices across Finland, Sweden, the Netherlands, Germany, Poland and China.

Our assignment.Etteplan is growing and had a need in Sweden to recruit talented engineers. In the Swedish market, the company is up against well-established consultancies such as ÅF, Sweco and Semcon. So the challenge was how to stand out and reach potential recruits with a relevant message? Earlier, through a series of strategic branding workshops and in close collaboration with senior management, we had concluded that Etteplan really does take a different approach. An over-arching communication concept was established under the theme of “Engineering with a difference.” Now we needed to translate that into a targeted recruitment campaign.

What we did. In collaboration with our media partner, it was decided that Facebook offered a cost-effective channel to reach a group of potential recruits. We set some tangible goals and created a series of sponsored video clip teasers and banners that led to a special recruitment campaign page on their website. With a bit of attitude and fun questions, potential recruits were asked to share their own “point of difference” and encouraged to sign up for 500 potential job openings. The results were 200% higher than the target, exceeding our wildest expectations.